mvacopywriter

Hey everyone!

I'm a copywriter by trade and recently have assumed a new role as a marketing coordinator. I'm still writing lots of copy, but I have a host of other responsibilities as well, like monitoring traffic, sales stats, and writing marketing plans.

Which brings me to my question: my employer sent me an email after we have had a bad sales week saying that they want a marketing plan. They didn't say for what length of time or anything. Just "We would like a written marketing plan as soon as possible. Please let me know when we can expect to receive it." Doesn't give me a lot to go on, now does it?

Is this common practice? Is this vagueness to be expected? I'm already concerned because my new bosses monitor the sales data DAILY and freak out if a day's numbers are bad. It's like working at a car dealer! We made new ads for our high traffic forums, and three days into it they are thinking of taking them down!

My company seems to have unrealistic marketing expectations. Am I wrong about this? What can I do?

Your thoughts are appreciated. Thank you.

procopywriter

I don't envy you, that's for sure. That's why I stick with writing copy!

I wouldn't worry about making a "standard" marketing plan. What you really need to do is address three key points...

1. Who is your prospect.
2. What is your message. (What you do/offer/etc... and your USP)
3. How you plan on getting that message to your prospects.

That's a REAL marketing plan in a nutshell.

Good luck!

Loren Woirhaye

You need to establish your territory - and listen to your
co-workers too. Engage your boss in a REAL conversation
about what he expects of you and of your marketing.

Chances are he has unrealistic expectations of marketing
as a process because his background is in sale and because
he is ignorant about direct-response. Most people, even
salespeople, are.

If you know direct-response you know how you learned it -
by being a nerd who studies this crazy stuff. Bring in a stack
of books and establish yourself as the guy with the answers -
until you do you'll continue to be treated as a lackey instead
of an assett.

searchnology

I'd agree with this but it is more supportive information. You need to identify your STRATEGY. i.e. What things will you increase and/or decrease. Revenue, traffic, conversions....

Then identifiy specifics tactics/actions you will take to support those strategies along with costs and due dates for each.

Good luck!

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